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This week, Oscar-winning writer Diablo Cody blasted the marketers of her most recent film, Jennifer’s Body, for completely ignoring her target female demographic during the promotion of the film.

As a fan of her first film, Juno, I followed the promotion of Jennifer’s body with a mix of confusion and annoyance. Talk about mangling the message!

When I watched a trailer for the film, I assumed it was a traditional, nudity-laden slasher film with nubile Megan Fox in a kissing scene with Mama Mia cutie Amanda Seyfried.

But when I read or watched Cody’s interviews about the film, I changed my mind and decided it was a play on the traditional slasher film with a female-empowerment angle and quirky sense of humor.

But when I heard star Megan Fox talk about the movie, I again thought it was a slasher flick for boys to ogle her for two hours.

To me, it seems the studio and writer had completely different visions – and perhaps the marketing team was stuck in the middle trying to make everyone happy.

The result? A box-office bomb!

It’s hard, but as communications professionals sometimes we have to put our foot down when advising clients. We have to work with them to create strategic messaging focused on a target market. In this case, the marketers seemed to have missed the mark. What would you have done differently?

Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio

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